An image sensing apparatus includes a display control unit which controls an image display unit to display an image sensed by an image input unit. The image sensing apparatus also includes a signal strength detection unit which detects, from a sensed image, a luminance area formed from pixels satisfying a predetermined luminance condition, and a special area detection unit which detects, from a sensed image, an object area having a predetermined feature. The display control unit controls the image display unit to display an assist image representing the luminance area, so as to be superimposed on a sensed image. The display control unit changes the assist image display method between a case in which the luminance area and object area overlap each other and a case in which they do not overlap each other.